Initial Situation / context
Coca-Cola is one of the most well known brands around the world. One of the main reasons behind this is because of the brilliant marketing that the company does around the world. Coca-cola is an extremely successful company that has 500 different brands being sold in 206 countries around the world, making it a successful 67 billion dollar global business. Coca-cola does not only have a domestic marketing strategy, but also has a highly successful global marketing strategy. 80% of coca-cola's income is because of the international sells of the different beverages it owns. Coca-cola does many things different from other companies which helps them stay ahead of the competition. Some examples of this is having their own bottle designed just for their product, or the continuous sells within Africa, where other companies have pulled out. Making their company stand out from the rest is the main reason Coca-cola can differentiate themselves from their competition. Even though coca-cola has many different beverage types available to the public, Coke classic still seems to be a favourite among the consumers. We can see this when consumers have the choice between all the products, they still choose Coke classic the majority of the time.
Problem / Opportunity
During the 123 years that coke has been made available to the public, they have had many successes and only a few barriers to overcome. The main marketing successes and barriers that have all lead to the overwhelming success of Coca-cola are: 1) Having a brand image that appeals to the consumers emotional side instead of the typical advertisements among the other beverage companies. Coca-cola has built a brand culture on the fact that drinking a coke can be linked to a happy memory that the consumers have had with coke.It is important for coke to have the consumers associate their brand with positive feelings such as having the Coke logo on their favourite teams stadium....
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